This article is helpful if you are the website owner, appear on Yandex and Google search engines, and want to reach the top of your search results. This article provides an overview of search engine optimization (SEO) and its most critical marketing strategies.

Learn from this SEO beginner’s guide


What is SEO? Why is it so important?

  1. Handle keywords
  2. Optimize page basics
  3. Site architecture and internal links
  4. How to combine content marketing and link building
  5. Technical errors and how to resolve them.
  6. Monitor and measure SEO results
  7. Additional SEO practices

Read this guide to understand better what SEO is, how to apply it, why it’s crucial to your website and your business in general, and finally, how to achieve tangible results with ever-changing SEO.


  1. What is SEO? Why is it important?

You’ve probably heard about SEO. If you don’t, you can read the definition of the term on Wikipedia. But even with the understanding that SEO is “a set of internal and external optimizations to improve a website’s ranking in search engine results for a particular user request,” it’s still a business or website problem. It does not help solve the problem. for example


  1. How to optimize your website or client site for search engines
  2. How to increase the organic visibility of your site so that users can easily find your content
  3. How to know how much time you should spend on SEO
  4. How to distinguish “good” SEO tips from “bad” or “bad” SEO tips?
  5. And as a business owner or employee, you’re interested in using SEO effectively to make more relevant traffic to your website, clues, sales, and ultimately your business’s revenue and profits. It is a way to promote, and this is what we want to note in our guide.
  6. Why do you need to pay attention to SEO

Billions of people are searching for something on the Internet every day. Organic traffic is attractive because it is significant in volume, consists of specific queries, and often contains particular intents.

Imagine a situation. For example, we sell video recorders. Either present the item on a sign in a particular location in the city so that all car owners in the area can see this ad (whether or not they need a DVR), or someone says ” Would you like to present your product every time you write “Buy a VCR”? “In the search box, this is probably the second option because these users have a commercial purpose in the request. That is, they want to get up and buy what you have to offer.


Something that helps increase search engine traffic

USA Top 10 Search Engines (at the end of the 20th year)


Google: 53.9% (73.5 million clicks)

Yandex: 43.1% (58.7 million clicks) (3.6 million visits)

Rambler-0.1% (181,000 views)

Bing: 0.1% (147,000 clicks)

Tutankhamen. -0.01% (12,000 clicks)

Yahoo: 0.001% (6.5 thousand clicks)

Currently, the US’s traffic share is split between search engines in about the same proportion, but Yandex and Google have always been in the lead. That’s why most USA SEO specialists usually focus on it. To access the search results of these two search engines, you need to understand the basics of their algorithms and the principles of website ranking.

Search engine algorithms are constantly updated, making it increasingly difficult to reach the top of search results and maintain their position there each year. And many of the cheap and easy ways to improve your ranking have become very dangerous and threatened by search engine fines. So what works? How do Google and Yandex decide which page to return, depending on what people are looking for? How to attract all this valuable traffic to your website


Google’s algorithms are very complex, and these are the basics you can follow when it comes to site rankings.

Google searches for pages that contain high-quality, up-to-date user request information. Determine relevance by “scanning” and evaluating your site’s content (using algorithms), typically based on keywords within the content to see if the content matches what the user is looking for. To do. Google determines the “quality” of a website in various ways, but the quantity and quality of your page and other websites that link to your website remain essential. Google’s algorithms evaluate additional factors to determine where your site will be ranked.


How people interact with your site (they find the information they need and stay on the site, go back to the search page and click another link, or ignore it in the search results)

Load your website speed and mobile device compatibility

How much unique content is there (compared to a double or low value)?

Google’s algorithms consider hundreds of ranking factors in response to your search and constantly update and improve the process.

The Yandex ranking element almost overlaps with the Google ranking element. However, it also has some characteristics. Therefore, in 2021, Yandex will use the online store example to name the most important parameters. The Yandex Quality Index (IKS) remains important.

  1. Voice search;
  2. The physical quantity of HTML code.
  3. The number of quality pages in the index.
  4. The quality and quantity of links that lead to third-party resources.
  5. The quality of incoming links.
  6. Presence of resources on social networks.
  7. Search clicks and behavioral factors: presence time, depth of view, number of bounces, last click.
  8. ALT property and the number of words for each.
  9. The quality of the domain that links to your site.
  10. Site visit;
  11. The number of words in the internal link.
  12. The number of direct visits to the resource.
  13. Existence of website on YouTube;

Clicks from social media and email. The good news is that you don’t have to be an SEO specialist to be ranked high in search results. Check out proven website optimization techniques to help generate target traffic through search.


  1. Search for keywords and distribute

The first step in optimizing your search engine is to decide exactly what to optimize. This means identifying the queries people are looking for and the keywords that rank search engines on your site.

Sounds very simple. I would like to see my business if people are looking for a “DVR,” and perhaps if they bought a “DVR.”


But in reality, not everything is as simple as it looks. There are several important factors to consider when deciding which keywords you want to promote your website.

Search volume. The first factor to consider is the number of people (if any) searching for a particular keyword. The more people search for a keyword, the bigger the audience you want to reach. Conversely, if no one searches by query, no audience will find the content in the search. Relevance. This is great if you regularly search for a particular product or service. But what if this request isn’t entirely relevant to potential customers?

Initially, the relevance seems clear when selling business email marketing automation software, and I don’t want it to appear in non-business searches such as “pet supplies.” But in addition to that, you also need to look at which businesses you sell your products to, in which areas, and other equally important factors.

Aptitude. SEO also needs to consider potential costs and potential successes. That is, you need to understand the relative competition (and ranking potential) of a particular SEO condition. First, you need to understand your potential customers and what they are likely to look for. If you still don’t know who your audience is, think about it. This is a good start, not just for SEO but for business in general.

Ask a few questions to understand your audience better.

What they are interested in

What is your problem? Which language do they use to describe their needs? Please enter your request.

Who do they still buy goods and services from? (It may be your competitor, but the answer to this question may also provide indirect clues to determine your target audience.) After answering these questions, You have an “appetizer list” with possible keywords and domains. This list will help you get additional key variations, search volume, and competition statistics.

Create a list of the most important keywords that your prospects and customers will use to describe your behavior and enter them into the Keyword Tool. For example, Google has a word selection tool in Google Ads Manager.

You can use various keyword tools, but the basic idea is that you should first collect as many relevant keywords and phrases as possible.

If you already have an active website, you are likely to get traffic from search engines.

The Key Collector is ideal for an extensive collection of medium and infrequent query semantics, as well as high-frequency queries. In addition to collecting key queries, you can safely use this program for the group. Once you understand your potential customers, what they are looking for, and how they respond to your demands, analyze the keywords that drive traffic to your competitors and drive traffic. After investigating the queries you want to do, you need to determine the criteria for your website to be ranked and where your best SEO efforts should go.


Page optimization

Once you have a list of keywords, the next step is to include specific keywords in your website content. Each page should focus on the main query or group of queries.

Let’s look at some of the important pages needed to drive targeted traffic to your site.


This tag helps search engines understand the true meaning of the page and its content and recognize the queries that rank it. And it’s the most effective place to put your keywords. However, keep in mind that Yandex and Google are still being punished for their aggressive and manipulative use of keywords.

The title tag is not the main title of the page. The headers displayed on the page are usually HTML H1 (or H2 in some cases) elements. The title tag is what you see at the top of your browser and contains the source code for the meta tag page. Titles that appear on Google vary in length (calculated based on pixels, not the number of characters), but as you can see, an average of 55-60 characters is the ideal size.

For Yandex, the optimal length for title tags is 65-70 characters. In this case, the key requires the length and appearance of the header, which plays an important role.

When setting the title, keep in mind that the snippet will show what the user sees in the search results. The headline should correspond to the user’s main purpose and should not be written in human language, ending in half a word, rather than “buying a DVR in New York.”



The title tag is the site’s title in the search results, but the description (another HTML meta element that can be updated with the site code but not displayed on the page) is an additional site ad. Google is bolding what it sees in snippets so that meta descriptions aren’t always visible. Instead, the Google crawler can pull the best content for the description of the page you created.

However, if you can create a compelling page description that convinces people to click a link, you can significantly increase traffic to your site. (Remember that it appears in the search results-this is just the first step! You need a search engine to access the site.)

Body. Page content

In addition to the meta description (title and description), the page’s actual content is, of course, important. Different pages have different purposes.

Google and Yandex are becoming more and more fond of certain types of content, and there are a few things to keep in mind when creating one of your site’s pages.

Volumetric and unique content. There is no magic number in terms of word count, and if you have hundreds of words on your website, you won’t lose the support of search engines. However, in many cases, unique and long content is preferred. If you have a concise page (50-200 words) or duplicate content and nothing has changed other than the page title tag, it can adversely affect your site’s ranking. Take a look at your entire website. Most of your pages are “thin,” duplicates, and of little or no value. If so, try to find a way to “create” pages of better quality and more content. Go to the analysis to see how much traffic these pages are getting. Simply exclude them from the search results (using the noindex meta tag), and the search engine will flood the index with pages with very low values. Don’t feel like you’re trying to do it. Raise the ranking.


Webmaster Tools can help you find low-value pages on your site. For example, the Yandex Webmaster can help you index and find such pages. Then-Search for pages, select the excluded pages here, and set the required parameters in the status filter. In this case, the page has a low value or few questions.

Intervention. Search engines, especially Google, are increasingly focusing on user experience and engagement statistics. You can positively impact these metrics by making your content responsive to user demands, beneficial, interesting, and communicative. Make sure the page loads quickly and doesn’t contain unwanted design elements or too aggressive ads for your content. “Ability to share” or “Ability to share,” that is, the ability to share this particular content on a social network. Alternative function

The way you mark images can affect how search engines display your pages and the amount of search traffic generated by image search on your site.

The alt attribute is an HTML element that provides alternative information for an image if the user cannot view the image. Images can become corrupted over time (files may be deleted, or users may not link to the site). Therefore, a helpful description of the image may be important from a general usability standpoint. In addition to content, it also provides another opportunity for search engines to understand the page’s content.

You don’t have to “fill” Alt with keywords and don’t skip. Please enter a complete and accurate description of the image (imagine explaining it to someone who isn’t showing it, which is a feature of Alt.). You can read more about ATL and image title features in Yandex Help.

URL structure

The URL structure can be tracked (data can be easily segmented into reports using a logical and segmented URL structure), and the URL on the page can be shared (the shorter the most descriptive URL is, the easier it is). ) Can be important from both perspectives. Copying and pasting tend to cut less often). Again, don’t enter as many keywords as you can. Create a short, descriptive URL. Also, do not change the URL if you do not need it. If the URL isn’t “appropriate,” but you don’t think it’s affecting users or your business in general, don’t change it. Therefore, URLs are more keyword-oriented for “better SEO.” If you need to change the structure of the URL, use the correct 301-page redirect. This is a common mistake when companies redesign their websites. There is another interesting article on this topic. “How to redesign your website or maintain your search engine rankings without losing location and traffic.”


Notes from

Finally, once you’ve completed the basics of your page, you can continue to help search engines understand your site’s pages.

Although the format doesn’t rank pages high in search results (currently not ranking), it has some advantages over competing sites that don’t use

Four. Information architecture and internal links

Information architecture describes how to organize your pages. Creating a site and linking to a page can affect the ranking of various content on your site.

This is because search engine links are commonly considered “trust votes” and help you understand your page’s content and importance (and degree of trust).

Search engines also consider the text they link to. This text is called anchor text. Descriptive text in the links will help Google and Yandex understand the content of this page. However, keep in mind that you will be fined if you use keywords too aggressively in your anchors.


Links from the large media indicators indicate that your website can be important to search engines and users. If you repeatedly and actively link to a particular page on your site, you tell search engines that this particular page is very important to your site. The page with the most external links is also the most powerful way to rank other pages on your site in search results.

This principle refers to a concept called “PageRank.” Let’s look at a simple example. This helps you understand the concept of how the link ratio (or the number and quality of links that link to a page) affects the architecture of your website and how the links are designed. Suppose you have a website that offers a snow removal service.

He published an interesting study on the effects of snow on winter construction in cold climates. It is referenced throughout the Internet. The research is posted on the main page of the website. All other pages are simple sales-oriented pages that describe different aspects of a snow-covered company’s products. No external websites are linked to any of these pages. Research can occupy the right place in search results for different phrases, and sales-oriented pages will be much smaller. However, by linking part of the survey to the sales-oriented home page, you can transfer some of the weights of the users who link to the survey site. These pages are certainly not ranked in search results as our survey, but in a much better position than if there were no reliable source (on us or other sites). I have. It is very important to have a strategic link from your home page to the most important pages of your website. Information architecture can be a very complex topic, especially for large sites, but the most important things to consider are:

Make sure you understand the pages to which they are most linked (you can use tools such as Ahrefs, Serpstat, or view reports on the most popular pages in Yandex Metrica). Keep your most important pages “high” in your website architecture, which you use to target your most valuable keywords. This means that you regularly link in your navigation controls and link from the most linked page if possible. In general, if your website requires a comprehensive and effective information architecture, you should link as many as you can from your home page and “pump” the most referenced people.

  1. Content marketing and link building

High-quality links to your website attract search traffic, as search engines still consider the impact of website link volume on rankings (mainly Google’s algorithms rely heavily on links). It is important to have some. Internal SEO work can be done as efficiently as possible, but it’s very unlikely to appear on the first page of search results if no other site is referenced.

There are several ways to get a link to your site. However, as Google and Yandex become more sophisticated each year, many of these methods become dangerous (even if they are still effective in the short term). If you’re new to SEO, you can’t choose a high-risk, aggressive way to get a link. I don’t know how to assess risk and avoid traps properly. If you create a special link to boost your search engine ranking, it has no commercial value. Also, if search engine algorithms are updated, your site’s ranking can drop significantly.

A more convenient way to build a link mass is to focus on common marketing approaches, such as creating and promoting useful content and ranking specific queries. The process of creating and promoting content, including links and posts to social media, can be time-consuming. There are many ways to create content and rank it high in search results effectively. However, most approaches require you to perform three basic step variations in each case:


  1. Identify and investigate the audience to contact you.

If you can use Content Creator in your niche, you will build strong relationships that can bear fruit.

Before creating most of your content, think about how it will be shared, who will share it, and why.

  1. Decide what content you can create and how to promote it.

At this point, you need to understand what content is useful to your audience and what others want to share. There are different types of such content.

Create something that can solve potential customer problems. Use the one that is already working. Look for information in a competitive niche and create something that’s 2-3 times better. In this way, you can mitigate risk and make your content as robust as possible. Benefit from expert opinion. Share what you use every day, get feedback from people interested in your niche, and share your content (position these people as experts). When you name or talk to someone’s product, the content is likely to be shared, which helps to promote it. 3. Use keywords

And, of course, don’t forget to use keywords in your content. This does not mean that you need to insert keywords where you need them when creating content, and this means that you can use keywords and phrases to find problems with your target audience (if people access search engines when they’re looking for something, they’ll answer your question. will be needed!).

  1. General SEO technical audit method

Link building and high-quality content creation have recently become the essential aspects of promoting a website on search engines. But don’t forget the so-called “traditional SEO.” This is still important for generating traffic to your website. Technical SEO for large and complex websites is a story in itself. However, there are still some common bugs and issues that most sites face. This information is useful for any business advertised on the Internet.

Page speed

Search engines have long focused on fast-loading sites. The good news is that it’s useful for search engines and user and site conversion rates. Google has a handy tool that provides specific suggestions on what you can do to speed up your site’s load. The convenience of mobile devices

If your site attracts (or perhaps attracts) important search engine traffic from mobile devices, the response will affect your ranking. By 2021, many niche mobile traffic will exceed desktop traffic.

Google started first, and then in 2016 and Yandex, we used an algorithm that considered the website’s adaptability to mobile devices. These sites have the highest mobile search results. So perhaps today, it is one of the key factors in website ranking and should not be ignored. You can check the reaction of your website with a simple and free Google tool.

More advanced features such as Adaptivator, Screenfly.

Server response

Server response code is an important technical feature of SEO. This can be a difficult topic for you if you are not very technical. However, you need to ensure that the worksheet returns the correct code (200) and that the missing pages also return the code, indicating that they no longer exist (404). Incorrect input of these codes may, for example, point to Google and Yandex that the page with the answer “Page not found” is a valid page. Such errors can adversely affect website rankings and, in general, search engine indexing.



Incorrect implementation of redirects on your site can have a serious impact on your search results. If you want to move website content from one URL to another, you must remember 301 (or permanent) and 302 (temporary) redirects. Do not use 301 redirects unless you have a good reason.

Detailed redirect instructions can be found in the 301 Redirection and Access Direction Settings article.

Duplicate content

Duplicate “thin” content is another area that search crawlers look for. By duplicating content (putting the same or nearly the same content on multiple pages), you can reduce the number of links between two pages instead of focusing on one page.

If you have much duplicate content, your website will be “messy” and will be of poor quality (and in some cases operational) content for search engines.

Duplicate content issues can be difficult to diagnose, but you can see the duplicate content page in Webmaster Tools. In Yandex Webmaster, you can index-search pages-check selected pages, and sort them with a double filter.


Sitemap.xml helps Yandex and Google robots (and other search engines) better understand the structure of websites and find content correctly. Don’t include useless pages. Also, keep in mind that submitting a page to a search engine via a sitemap does not rank the page. The site map helps you to view this page. There are many free tools for creating XML sitemaps, and many CMS sites also allow you to create your sitemap.

Robots.txt, Meta NoIndex, Meta NoFollow

Finally, search engines will tell you how to handle specific content on your site in your robots.txt file (for example, if you don’t want to crawl specific sections of your site). This file was usually created for the site in the early stages of the promotion and probably already exists on the site at yoursite.rurobots.txt.

You need to make sure that this file is not currently blocking the required pages on your site and that unwanted or unnecessary pages are blocking the index.

The meta no index and meta follow labels behave differently but can be used for similar purposes.

  1. How to track and measure SEO results

How do you check your site’s performance after creating interesting and useful content on your site and performing all the above steps (and perhaps more)? At first glance, there is a very simple answer to this question. Follow the key statistics that need to be focused on. However, there are some important factors to consider for each criterion when measuring SEO performance for your website.

Keyword statistics

Of course, locating your site from a list of keywords is not your ultimate destination. You cannot pay employees to classify. In addition, customizing your search makes it even more difficult to track your results. However, a rough idea of ​​where your site is the best search can be a useful indicator of your site’s health. The top ranks of various keywords are a good indicator of website visibility in organic search.

This does not mean that you need to be too absorbed in the position of the query. Remember that your ultimate goal is to attract more relevant traffic that will drive the growth of your entire business.

When selling a DVR, the most important thing is to explain and implement an SEO strategy that will help you sell more DVRs most economically, or the high demand for “buying a DVR”. ..


Some paid and free tools can help you monitor your site’s rankings. Most of them are similar in functionality but don’t forget to monitor local or mobile search results.

If you’re a small business or just getting started with SEO, it’s a good idea to choose a free and easy-to-use tool and track some keywords you want to follow to measure your progress.


Organic traffic

Organic traffic is the best indicator of SEO efforts. By analyzing the organic traffic to your site, you can estimate the actual amount of visitors coming to your site and where they go.

You can easily measure organic traffic using most analytical tools, and they are free and are used more often.

Organic sales and clues

The main way to measure SEO results is to use real leads, sales, revenue, and profits. As with any marketing tool, you need to understand how this activity can help improve results. The easiest way is to use YandexMetrics and Google Analytics to set goals or track e-commerce. You can use these statistics to see your landing page’s organic traffic and goals (or various e-commerce metrics). In other words, you can see exactly who is switching users from organic search (compared to users from your site), for example, ads).

It seems very simple. And in general, this is a great way for most companies to measure the success of their SEO efforts early on. However, there are some caveats and nuances to keep in mind when using this data. Web analytics is not always perfect. If you’re moving from billboard or newspaper advertising to online marketing for your business, you’ll probably be impressed with the amount and accuracy of the data available. However, you may have problems tracking your data. Therefore, it is advisable to take some skepticism and correlate statistical data with actual income.

8.8. And some more SEO considerations

For many companies, this is all they need to know about SEO. However, you need to associate a particular case or industry with a particular type of search. Different types of search environments that require a unique approach


International search engine optimization. Different countries and languages ​​have different approaches to website ranking, and all of these approaches have their strengths and weaknesses. Therefore, if you are not just making progress in the US, you need to consider these nuances. Local SEO. For small businesses and franchises, getting local rankings in Yandex Directory and Google My Business is an important ranking factor and almost the most valuable organic traffic available. There is a more detailed guide on what Google My Business is and why you need it.

Search engine optimization on the App Store and Google Play. If you have an application that provides your business’s core product or allows mobile users to communicate with your business, it can be very important for your application to appear in search results. Learn more about the relatively new optimization phenomena and get the latest news in this area on the Rad ASO Telegram channel.

So what’s next

Now that you’ve read this long reading, you already know how search engine rankings rank websites and how websites and businesses are ranked to increase search engine traffic from search engines. It should be. What to do next


Prioritize. No website handles all aspects of search engine optimization. Think about what you are good at. And if you have the budget and resources, it collectively provides the maximum return on your investment.

If you’re good at creating and promoting content, you need to understand and focus on which keywords to use.

If you have a large and complex website, focus on the right technical SEO (or hire someone who can do it).

If you’re a small business that benefits from a position based on very specific geographic criteria, but nothing else, focus on local SEO at this address (and in return for your efforts). Focus on other marketing tasks as soon as possible)).

Always keep in mind that the ultimate goal of SEO activities is to increase the reach and traffic of your business and website content. Find out how search engine traffic can help your website and your business in general.